Same, glad I found this thread, my previous series 8 had this as well, but the series 10 side button in particular is much louder, and happens exactly as described, varying degrees based on where pressed, but most prominent when pressed directly in the center. Honestly, it sounds/feels kinda cheap, not sure why Apple cannot make it like the iPhone side button which has a very solid premium feel to it. My watch is a Jet Black 46. If this is normal, and no potential water ingress etc. guess I will keep it, as the watch itself is awesome, cannot believe how nice looking it is, and the lighter weight is as well at the lower sport watch price point.